Performance Marketing checklist: How healthy is your brand?

Done well, performance marketing can be incredibly powerful for brands in the health and pharmaceutical space.

If you’re looking to leverage performance marketing, here’s a quick checklist on how you can set yourself up for success.

1. Define Clear Marketing Objectives:

• Before you get started, the first step is to decide on specific and measurable goals for your marketing efforts, such as increasing HCP appointments, website traffic, or leads, improving end-consumer brand awareness, expanding ad reach, boosting brand engagement, etc.

2. Analyse Target Audience:

• Understand the needs of your ideal customers or patients.
• Conduct market research to identify key demographics/psychographics, and consumer preferences, needs and pain points.

3. Track Website Traffic and Engagement:

• Use web analytics tools like Google Analytics, SEMrush or another alternative to monitor website traffic and user behaviour, unique visitors, time on site, bounce rates, etc.

4. Measure Lead Generation and Conversion Rates:

• Once you’ve set up your analytics tools, you’ll be able to monitor the number of leads generated through your marketing efforts.
• Calculate conversion rates for key actions.
• Give each lead a score against key performance metrics.

5. Analyse Social Media Performance:

• Track social media metrics, such as engagement rates, reach, and genuine conversions (depending on your campaign objectives). (Here is a comprehensive list of the most pressing metrics to track.)
• Assess the impact of social media campaigns on brand awareness, user engagement, buying behaviour, etc.
  Review your creative. What’s working and what’s not. Optimise and scale your best performing creative assets.

6. Monitor Online Reviews and Reputation:

• Regularly check and respond to customer and patient reviews on platforms like Google My Business, healthcare review websites, and social media platforms.
• Address negative feedback promptly and professionally. The way a business responds to tricky situations says a lot about its brand.
• Track brand mentions on social media as well as competitor mentions so you can see what your competition is up to and how you compare.

7. Evaluate Email Marketing Campaigns:

• Measure the success of email campaigns by monitoring open, click-through, and conversion rates. (This can be easily tracked! There are plenty of email analytics tools.)
• Segment your email list for more targeted and personalised messaging. Personalised emails are more likely to stand out and be opened.

8. Assess Content Marketing Effectiveness:

• Track content performance metrics, such as blog views, social shares, bounce rates, pages per session, lead conversions, etc.
• Identify popular topics and trending formats to guide your future content creation.

9. Measure Search Engine Optimization (SEO) Performance:

• Monitor keyword rankings and organic search traffic to your website.
• Stay on top of SEO best practices across all forms of content creation.
• Assess the impact of your SEO efforts to see whether paid advertising is necessary (if it’s allowed in your market, of course).

10. Evaluate Paid Search Campaigns

• Regularly analyse the performance of your paid search campaigns based on click-through rates, conversion rates, cost per click (CPC), etc.
• Continually optimise ad copy and bidding strategies to improve results.

11. Track Referral Sources:

• Track where your customer and/or patient referrals are coming from, including HCPs, online ads, social media ads, OOH (out-of-home advertising), word-of-mouth, etc.
• Focus on strengthening successful referral channels and expanding to new ones.

13. Analyse Competitor Marketing Strategies:

• Conduct competitive analysis to understand rival brands’ marketing tactics.
• Learn from their mistakes and emulate their successes.

14. Data Security and Privacy:

• Always protect consumer data and maintain the highest standards of data security.
• Comply with privacy regulations to ensure you are legally covered as well as building consumer trust.

15. Adjust Your Long-Term Marketing Strategy:

• Because marketing is so dynamic, you should continuously review and optimise your strategy based on performance metrics and industry changes.
• Consistently generate marketing performance reports to assess the effectiveness of your efforts.
• Based on your reports, you can use data-driven insights to make informed decisions and adjustments to your efforts.

Need help implementing anything above? Drop me an email.